The rumours have been swirling for months, and finally we have confirmation: Joe Fresh will open a stand alone store in the St. Laurent Centre on February 27!

(That’s roughly around the time when most people in the country will be packing away their winter wear… ah well, at least we can shop and plan for the warmer weather that is sure to come by late April.)

Here, we talk with JF Creative Director Joe Mimran — aka Mr. Joe Fresh — about the brand, the new store, and his personal style.

Spring has sprung at Joe Fresh!

SHOP TALK: Offering Joe Fresh through Loblaws grocery stores was a very unique distribution channel when first introduced. Will Joe Fresh continue to be offered through Loblaws now that you’re operating standalone stores?

Joe Mimran: Grocery stores are where we built this brand and are still a huge part of the business. We know how helpful it can be for our shopper to be able to pick up their weekly groceries and a few clothing items for their family at the same time. Our stand alone stores are meant to accentuate the grocery stores and reach the downtown and mall shopper.

ST: When you’re designing for Joe Fresh, what kind of customer do you have in mind?

JM: As the brand has grown, so has our customer base, so we really design for every type of Canadian. We have fashion-forward items for the super shopper, tailored pieces for the working woman, and some of the very best priced basics like cotton t-shirts for everyone. Plus we have recently been expanding our men’s section and our accessories collection.

ST: What inspires your collections?

JM: I am inspired by influences all around me from a recent modern art purchase to travel. We see the brand as classic with a twist, so we interpret the trends in a way that is wearable for much more than one season.